Who is Privafy?

Recent technology start-up Privafy provides a simple plug-and-play solution for securing data within today’s challenging and vulnerable data-in-motion environment.

EYMER’s Involvement.

EYMER BRAND Laboratories + Think Tank began our work in early 2020. Privafy had recently worked with another Boston firm in the design of a corporate mark (logo). Some work had also been completed in terms of defining the new company’s corporate identity system (color palette, typography palette, and rules outlining correct and incorrect applications of the “Shield and Wing” logo).

From our many years of marketing communications experience, we recognized the brand equity that already been acquired by Privafy. From a visual identity standpoint, it was not our job to tear down what had already been built. Our task was to define the visual language further so that through all of Privafy’s outreach, the brand would project a familiar tone.

PowerPoint. Yikes!

To a graphic designer, PowerPoint can either be a blessing or a curse and, in most cases, the latter. For a rapidly developing technology business where engineers are leading the charge, PowerPoint provides their desired freedom of immediate expression.

• From a visual identity standpoint, because so many individual authors are involved, standardized treatment of concepts is challenging to manage.

• From an audience’s perspective, different conceptual treatments can quickly cause distraction and confusion. 

• From a communications standpoint, the mantra of the K.I.S.S. principle (Keep It Simple, Stupid) is difficult for those with more scientific or technological wiring. This is not meant to be an insult. It is a fact of nature.

Many times, a compound-thought requires a marketing communications expert to break down the concept into digestible bite-sized pieces.

Creating Guidelines, Standardizing Design Elements, and Developing an Image Library.

Early in my career, I worked for a design firm that developed corporate identity systems for large to mid-size organizations. In most cases, once the corporate mark was finalized, a graphic standards manual was quickly created, packaged, delivered, and billed. A 1980s era graphic standards manual consisted of a three-ring binder with commercially printed pages or inserts. For most companies, the print run was minimal. A complete manual from a production standpoint alone might cost hundreds of dollars. The real problem with this approach was that we were creating standards on the fly, for pieces such as pamphlets and brochures that had not been thoroughly flushed out. In other words, for an extended period, rules were set in stone.

Today’s world of immediate online file access, graphic standards manuals have become living guidebooks. Guidelines can be quickly updated as marketing communications projects evolve. For Privafy, our graphic standards guidelines and content must include constantly expanding image libraries for PowerPoint, the website, electronic documents, and printed materials.

This approach’s main objective is to develop consistent content that, through repetition, makes an indelible impression with the audience.

Whitepapers, Data Sheets, Etc.

“Consistency, consistency, consistency!” is the rallying cry of ongoing or developing Privafy marketing projects. With tight budgets and limited opportunities for brand expression, every Privafy piece must confirm that it originated within the same organization.

If you have a project that you wish to discuss, please feel free to call or drop us an email. We would love to hear what you have been percolating. – Doug.